SECTION 01
WHO THEY ARE
BILL KAYAUTO GROUP
LISLE & DOWNERS GROVE, IL
Bill Kay Auto Group sells Buick, Chevrolet, GMC, Honda and Nissan in Lisle and Downers Grove, Illinois.
Their stores have run MOTO(convert) on their websites since December 2025. In August 2026 they switched on MOTO(drive), texting service customers a value range for their car when they come in for service.
Bill Kay ChevroletBill Kay Buick GMCBill Kay HondaBill Kay Nissan
SECTION 02 · THE PROBLEM
THE PROBLEMS BILL KAY WAS DEALING WITH
No.01
Deals sitting in the service lane.
Equity-mining data pointed to potential deals in each store's service drive every month.
8–10POTENTIAL DEALS PER STORE, PER MONTH
No.02
Limits on who gets an offer.
Each store set its own negative-equity limit for who gets a text: $8,000 at Chevrolet and Buick GMC, $10,000 at Nissan.
$8K–$10KNEGATIVE-EQUITY CAPS, SET PER STORE
No.03
Texting compliance first.
Before go-live, Bill Kay's team finalized consent language on repair orders and completed 10DLC business-texting registration.
10DLCREGISTERED BEFORE THE FIRST TEXT
SECTION 03 · THE PRODUCT
HOW MOTO(drive)
WORKS AT BILL KAY
No new process for the team. No new headcount. Just their existing service traffic, converted into sales conversations.
01
A value range by text
Customers get a text with a value range for their car the moment they come in for service.
<2 minAVERAGE REPLY TIME, WEEK ONE
02
Settings per store
Each store sets its own negative-equity cap and quiet hours for texting.
03
Yes replies go to salespeople and the CRM
When a customer replies yes, the store's salespeople are alerted and the lead is pushed into the CRM.
04
Also on their websites
Bill Kay has run MOTO(convert) on their store websites since December 2025.
1,561WEBSITE TRADE LEADS SO FAR
SECTION 04 · THE RESULTS
HERE'S WHAT BILL KAY HAS DONE WITH MOTO SO FAR.
MOTO(drive) · FIRST WEEK IN THE SERVICE LANE
TRADE-INS ACQUIRED
5
INVENTORY VALUE
$80K+
AVG. REPLY TIME
<2 min
Trade-ins and values confirmed from Bill Kay's own DMS records, not MOTO's reporting.
MOTO(convert) · WEBSITE TRADE LEADS, ALL-TIME
TOTAL LEADS
1,561
FIRM OFFERS
403
CTA CONVERSION RATE
29.5%
FIRM-OFFER RATE
25.8%
BY STORE, ALL-TIME (WEBSITE)
STRAIGHT FROM THE DEALER'S DESK
WHAT BILL KAY SAYS ABOUT
SOLD IN DAYS
"We've already sold multiple cars, a couple days in."
DUSTIN COLLINS · VP, BILL KAY AUTO GROUP
NEW CAR + SOLID TRADE
"The customer walks out with a new car, we walk away with a solid trade."
Customers come in for an oil change, get offered a real number for their car, and the conversation turns into a sale.
DUSTIN COLLINS · VP, BILL KAY AUTO GROUP
GET MORE (leads) · sell MORE (cars) · retain MORE (customers)
GET STARTED
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